Reliance Consumer Products (RCPL), the fast-moving consumer goods arm of Reliance Industries, launched Raskik Gluco Energy on Monday, stepping into the hydration category.
The foray will see RCPL take on players such as Tata Consumer Products, which has Tata Gluco Plus, and Dabur, which recently launched Dabur GlucoPlus-C priced at Rs 10 for a 160-ml PET bottle in select markets.
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Raskik was acquired by RCPL in 2023 from entrepreneur Vikas Chawla, who was the former MD of Coca-Cola in South East Europe.
RCPL is re-positioning Raskik as a master brand for juices and functional beverages. Apart from a Rs 10 pack, Raskik will also be available in 750 ml bottles to be launched soon, the company said.
The Raskik brand currently offers mango, apple, mixed fruit, coconut water and nimbu pani variants. The company plans to expand the portfolio by launching more ‘still’ or non-carbonated beverages in the future.
“The idea is to create Raskik as a master drink brand in hydration and juices. Everything under still beverages will fall under this as expand to become a total beverage and consumer products company,” Ketan Mody, chief operating officer, RCPL, said.
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RPCL also sells products under the staples, biscuits, beverages, confectionery and chocolates categories. In home and personal care, it has products such as soap, laundry, dish wash, toilet cleaner and floor cleaners.
The company’s Campa Cola brand has already disrupted the beverage market with a 200-ml pack available for Rs 10. The move has prompted players such as PepsiCo, Coca-Cola, Dabur and Tata Consumer to increase trade margins to dealers to reduce the impact of competition. They sell a 200-ml pack at Rs 20 each.
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